餐桌上的Z世代

May 2024 1Gen Z at the Table: A Special Edition of The Next Generation of GivingTHE CHARITABLE HABITS OF GEN Z, WITH INSIGHTS FROM DONORS, ADVOCATES, AND PROFESSIONAL FUNDRAISERSMay 2024 2May 2024 2© May 2024, Blackbaud Institute. All Rights Reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means without prior written permission from the Blackbaud Institute.3 Introduction5 Executive Summary11 Part 1: Gen Z Is EngagedContents15 Gen Z as Donors19 Philanthropic Mindset 26 Gen Zers in the Nonprofit Workplace27 Part 2: Gen Z Generosity in Context28 Part 3: The Gen Z Non-Supporters 29 Part 4: Recommendations 32 AboutMay 2024 3Introduction Whether it’s emerging technology, social disparities, economic disparities…you name it. It’s a very, very consequential time, and our young people are stuck at the center. I’m not surprised that everyone’s trying to crack the code on Gen Z. —Michael Iyescas, Fossil Group The COVID-19 pandemic. The 2020 racial and social justice reckoning. The spread of new digital platforms. These cultural forces have touched everyone—yet they have uniquely shaped Gen Z. In 2018 the Blackbaud Institute predicted that as Gen Z—who only represented 2% of American donors at the time—began to engage in the giving landscape, their contributions would be defined by their status as digital natives and their sense of social cohesion. (Blackbaud Institute, The Next Generation of American Giving, 2018)These elements of Gen Z identity were put to the ultimate test in recent years. 2020 brought a tidal wave of cultural upheaval, with ripples that we are still feeling in 2024. Gen Zers took to the digital sphere to create a strong network of connection, information, and action even when physically distant. Whether rallying around the causes that their generation particularly prioritizes —like social justice and climate change—or supporting causes in their own distinctive ways. Are you ready to welcome them to the table, on their terms? “We are given access to information, videos on how other people live, how people are treated. Other generations didn’t understand built-in biases, nuances, cultures […] Past generations would say, ‘I’m a good person because I donated.’ We believe you are supposed to help people.” —Gen Z Study Participant In this special report of the Next Generation of Giving series, the Blackbaud Institute examines the charitable habits of Gen Z, assessing their relationship to philanthropy and how they feel they can make the most difference. Simultaneously, we invited professional fundraisers across generations to reflect on their own success and challenges in engaging with Gen Z as donors, advocates, volunteers, and staffers. 84%OF GEN ZERS SUPPORT CAUSES IN SOME WAY1/3OF GEN Z DONORS EXPECT TO INCREASE THEIR GIVINGMay 2024 4By providing platforms for Gen Z to actively participate and shape initiatives, organizations foster a sense of o